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<ul><li>Britannia <keyword id="1457487" type="PERSON" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has been relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country to make the product more healthy.</li><li>The brand has roped in actor <keyword id="475128" type="COMPANY" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> as its face.</li><li><keyword id="3384418" type="PERSON" weightage="20" keywordseo="Vinay-Subramanyam">Vinay Subramanyam</keyword>, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> tells us the thought behind the relaunch, why Tripathi was a perfect fit for the product and the brand's media mix for the new campaign. </li></ul> For years, Britannia’s Milk Bikis has dominated the milk biscuit segment in India. One of the oldest brands from the Britannia portfolio, the product, aimed at children, has been able to stand the test of time. Yesterday, Britannia announced a re-launch of this widely popular product with an atta variant, to make the offering healthier and to appeal to both children and their mothers; to the children because Britannia says it has worked hard to make the product tasty, and to mothers because it takes care of the nutritional values that they hope to give to their children. Britannia recently undertook a nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020 in collaboration with Momspresso. The data revealed that 79% of Indian Moms feel the wholesomeness of traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. As a response to these findings, the brand launched the Britannia Milk Bikis 100% Atta product. The brand claims that one pack of the new atta biscuit offers the energy equal to the energy provided by 1 glass of milk and 1 roti. “The thought behind this launch is the fact that a lot of traditional food we used to have as children, are no longer being consumed by today’s kids. They do have regular home-cooked foods but things like doodh roti or daliya. Therefore, we think it's really important to uphold the goodness of the traditions that people grew up with and yet add a modern twist so that children like it too. There aren’t too many biscuits in the market that are made of 100% atta and that’s why we wanted to bring up a healthy alternative to them,” said Vinay Subramanyam, VP Marketing, Britannia Industries. Milk Bikis accounts for close to 50% of the milk biscuits segment, however Subramanyam said that they don’t really track its growth just from that segment because they believe the product can take a share out of other biscuit categories too. On what he thinks are the factors that ensure the brand has been able to stand the test of time, Subramanyam said, “There are a few things that have contributed to this love for the brand. Firstly, you have to give consumers the same quality every time and make sure they know that their favorite biscuit is still exactly the same. It also has to do with a consistency in your messaging. It's a combination of these things that have helped us stay relevant over the years.” The brand has come up with a launch campaign and has roped in actor Pankaj Tripathi. “We thought Pankaj Tripathi was perfect for this communication because he is one of the most credible faces in the industry today. Our brand respects the goodness of traditions and yet wants to do something which is adaptable and progressive in today's context. Pankaj Tripathi embodies that spirit truly as he is very close to his roots and comes across as really genuine. He is extremely progressive. He doesn’t really come across as a brand ambassador but as the friendly neighbor who you look up to, so we thought he was the perfect fit for us,” explained Subramanyam. While we thought the TVC was a direct dig at other glucose biscuits and especially Parle-G, Subramanyam denied it. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> He also believes that the consumers and retailers who continue to show their love for the brand and put their trust in it are equally important brand ambassadors. “Our real brand ambassadors are our consumers and retailers. When a shopkeeper recommends our product to consumers, that kind of real word-of-mouth goes a long way,” explained Subramanyam. As a part of the campaign, the brand will also put up boards with not just the picture of the product and Tripathi but also the faces of the dealers too, who Subramanyam said were also its brand ambassadors. Along with the TVC created by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>, Bangalore, the brand will also focus on a lot of on-ground activations. “TV is going to be an important part of the mix. It's a mass campaign and therefore we will take it everywhere, to small towns, cities and villages. Apart from TV, we will also have on-ground activities which will include a lot of dealer boards, hoardings, wall paintings etc. This is not a one-time media plan, it will be a continuous process. We don't want to simply launch this product and disappear. This is who we are now and we want to keep engaging with our consumers,” concluded Subramanyam.

The real brand ambassadors of our products are our consumers and retailers: Vinay Subramanyam, Britannia Industries

<ul><li>Conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword> Bangalore, the campaign highlights how homemakers are the CEOs of their household -- managing everything from dawn to dusk.</li><li>The brand reminds homemakers how they already possess qualities required to be an entrepreneur, to start and manage their own business. </li></ul>On <keyword id="9798525" type="UNKNOWN" weightage="20" keywordseo="World-Entrepreneurship-Day">World Entrepreneurship Day</keyword>, <keyword id="8642723" type="UNKNOWN" weightage="20" keywordseo="britannia-marie-gold">Britannia Marie Gold</keyword> released a special TV campaign which recognizes and salutes the natural entrepreneur within every homemaker. The brand communication operates on the key insight that lack of confidence is one of the barriers keeping homemakers from starting something of their own. It also makes the point that this lack of confidence is misplaced. In fact, the brand believes that every homemaker by virtue of being a homemaker already possesses skill sets akin to an entrepreneur- leadership qualities, financial acumen, and negotiation and people management skills. All she needs to truly become an entrepreneur is to discover the talent she already has, within her. The film celebrates the homemaker in her current life state, as the anchor of her family and also nudges her to do more and be more, “Kyunki Ki Bahut Kuch Hai Karna”. <div type="Youtube" id="eEGDMifjQS4" title="Britannia Marie Gold: Geetaji Ka Sapna" thumbUrl="https://i.ytimg.com/vi/eEGDMifjQS4/mqdefault.jpg"></div> Talking about the campaign, <keyword id="3384418" type="PERSON" weightage="20" keywordseo="Vinay-Subramanyam">Vinay Subramanyam</keyword>, VP, Marketing, <keyword id="146218" type="COMPANY" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> said, “Britannia Marie Gold is a brand that has intimate connections with India’s homemakers. We laud them for being the emotional anchor and all time go- to person in every family. We firmly believe that the progress the country has made sits on the bedrock of contributions and sacrifices made by the homemaker. Britannia Marie Gold recognizes the growing, inner aspirations of homemakers to do more with their potential and is committed to be the “everyday fuel” for homemakers in this bid. We dedicate this film to India’s homemakers on World Entrepreneurship Day. What better way to tell homemakers that they already have immense entrepreneurial acumen, and how a little bit of courage and confidence can make their dreams come alive”. <keyword id="491609" type="PERSON" weightage="20" keywordseo="Puneet-Kapoor">Puneet Kapoor</keyword>, Regional Creative Officer, Lowe Lintas said “Britannia Marie Gold has championed the dreams that homemakers want to achieve apart from running their households so efficiently through this creative campaign. This film celebrates those latent dreams that nearly every homemaker in the country harbours in her heart. It attempts to inspire women to give an honest shot to realising her dreams because the skill-sets of good home-making are similar to the skill-sets required to run one’s own business.”

On World Entrepreneurship Day, Britannia Marie Gold raises a toast to the hidden entrepreneur within every homemaker

<ul><li>On the eve of Valentine’s Day, Britannia’s Little Hearts is encouraging millennials to cut out the romance and break some hearts instead. </li><li>From celebrating romance to break ups; we take a look at how Little Hearts’ communication has evolved with changing times. </li><li>Vinay Subramanyam, Head-Marketing, Britannia Industries further walks us through Little Hearts’ latest campaign and shares why the brand has stayed away from advertising for a while.</li></ul>
 <div type="Video" msid="74123036" hostid="261" title="On Valentine’s Day, here is a brand encouraging you to break some (Little) Hearts" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=74123036"></div>



 Britannia’s Little Hearts is a brand that has a very special place in the hearts of 90’s kids. We have all grown up eating the heart-shaped biscuits and therefore, the brand has a sentimental value attached to it. It has been a part of the local pop-culture for many years. With changing times, the millennials have evolved. They are free, bold, bright, ambitious, with a mind of their own and not shackled by conventional thinking, willing to break the social norms. Latching onto the current trends and staying attuned to the youth’s vibes, Little Hearts is now celebrating break ups and self-love instead, in its latest campaign. The brand saw how there was too much mush-floating on Valentine’s Day and the world needed a saviour, standing with those who feel left out. Little Hearts has launched a quirky song featuring the rapper, Kaam Bhaari along with social media influencer, Ahsaas Channa. Valentine’s Day was once a day of reckoning in the lives of most teens. It was a day of some really happy and many more broken hearts. But now, more and more young people are taking days like Valentine’s day far less seriously and are enjoying it, irrespective of whether they are hooked up or single, accepted or rejected and this is what the song captures. We spoke to Vinay Subramanyam, Head-Marketing, Britannia Industries to understand the evolution of the brand's communication from mushy to edgy and the transition to a digital-first approach. Talking about its latest campaign, he said, “Britannia Little Hearts is a brand of the young, by the young and for the young. The brand follows youth trends keenly and knows that they ‘Love themselves’ more than anyone else. They don’t need a relationship to define themselves. They are happy when they are in a relationship and happier when they are not. They don’t get dejected when rejected, and they don’t think twice before saying no either. What better gift can a brand give them, than a contemporary take on #BreakingSomeHearts. This Valentine’s Day when the world zigs, Little Hearts shall proudly zag!” Speaking about the change in its positioning strategy, Subramanyam said, “We haven’t created the brand’s identity. It is how the youth has evolved. Love was mushy when the brand was launched and it has really changed today. Look at today’s youth, they take Valentine’s Day far less seriously than what people did 25 years back. So our proposition is a reflection of that change.” While Britannia’s Little Hearts has been missing from the public eye since 2017 in terms of advertising, after it launched its first phase of #Breaksomehearts, it is now planning to increase its ad spends on digital media. “We were invisible till 2017. We never advertised, we just kept the brand out there and the brand generated a lot of interest on its own. There is a lot of content that Little Hearts does on digital, but this is our second big long-form content that we have worked on,” says Subramanyam. “Little hearts is a small brand for us in the overall revenue of Britannia. However, it is a giant brand for us as far as social conversations go. Most of the organic love and conversations, and content that we see, which user’s generate on social media, are around Britannia’s Little Hearts. It has been a part of the local pop-culture for so many years and we got all this love without even doing anything about it. We realised this a few years ago, which is when we started communicating with the audience again. It is a bit of counter-culture for us as most of our brands are on TV, Little Hearts is our only brand that lives, breeds and dies on digital,” says Subramanyam. Little Hearts latest campaign has been conceptualised by Wunderman Thompson and led by Senthil Kumar, CCO.

On Valentine’s Day, here is a brand encouraging you to break some (Little) Hearts

<ul><li>Actor <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> is the brand ambassador for the new campaign. </li><li>The campaign is conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>. </li></ul>Britannia's <keyword id="1457487" type="COMPANY" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has launched a campaign that calls its competitors ordinary and says that children need more than just glucose in their biscuits. Children’s nutrition, particularly in the times of a pandemic is a top priority for parents and they are always trying to get children to try out foods that have the goodness of wholesome ingredients. But given the fact that children are picky eaters, this is an uphill task for parents. To study the attitudes of mothers towards kids’ nutrition during the on-going pandemic, Britannia Milk Bikis set up a Nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020. The overwhelming data that emerged from the study is that 79% of Indian Moms feel the wholesomeness of Traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods- While Mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. As a response to these findings of the survey, the brand today launched the Britannia Milk Bikis 100% Atta product with ‘Doodh Roti ki Shakti’. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> The new Milk Bikis biscuit has been designed as the perfect snacking ally to parents who want to serve wholesome goodness in their childrens’ snack without compromising on taste. This new biscuit has been created with the goodness of milk and now has the added benefit of Atta in it, in fact 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers the energy equal to the energy provided by 1 glass of Milk + 1 Roti. With this, Britannia Milk Bikis gets relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country. Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> said, the 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100% Atta biscuit we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition. Pankaj Tripathi on his association with the brand said, "Milk Bikis se mera sambandh bachpan se hai. Humare liye Milk Bikis aaj bhi utna hi anandbhara experience hai, jitna kal tha! Aur Britannia ne ab ise 100% Atta biscuit banakar bilkul adbhut game-changing launch kar diya hai. Hume aajkal ke bachchon ki khaas nutritional zarooraton ka poora dhyan rakhna chahiye, aur ye naya Milk Bikis 100% atta ek yogya aur badhiya jawab hai uss national survey ka jo Britannia ne mothers ke saath kiya hai. Mera is brand ke saath association bada hi khaas hai, aue mujhe iss campaign pe kaam karke behad mazaa aya!" Puneet Kapoor, Regional Creative Officer, Lowe Lintas remarked, ““In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”

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The real brand ambassadors of our products are our consumers and retailers: Vinay Subramanyam, Britannia Industries

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On Valentine’s Day, here is a brand encouraging you to break some (Little) Hearts

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On Valentine’s Day, here is a brand encouraging you to break some (Little) Hearts

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Britannia re-launches Milk Bikis in a new avatar and ropes in Pankaj Tripathi for its campaign

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